Luca Lewis: The Passionate Force Behind Adriatic Sound Festival
At the age of 24, with a background rooted firmly on the football pitch and no prior experience in the event industry, Luca Lewis embarked on an incredible journey. He took a leap of faith, investing his savings in a music festival set in Fano, a small Italian coastal city that most people had never heard of. This bold endeavor culminated in the creation of the Adriatic Sound Festival, attracting nearly 20,000 attendees and enlisting the expertise of Stufish Entertainment Architects, renowned for their work with artists like Beyoncé and Adele. As the festival gears up for its second edition in 2026, we caught up with Luca to discover his insights and aspirations for this unique music celebration.
A Thriving Planning Phase for 2026
When we spoke to Luca, his excitement was palpable. “I’m doing great, thank you. Right now, we are deep in preparation for the 2026 edition, and everything is moving very fast,” he shared. It’s clear that the festival’s planning is not just about logistics, but about crafting an entire universe around Adriatic Sound. He emphasized that every detail matters, even down to social media posts. “We’re not just building a festival; we’re building a world,” Luca stated.
As they refine year one’s creative elements while elevating the production’s scale, attendees can expect larger stages, enhanced experiences, and several surprise elements that Luca is keeping under wraps.
Reflecting on Year One: Key Insights
Looking back on the inaugural festival, Luca recalled profound moments and lessons learned. “What started as a dream really grew far beyond our expectations,” he reminisced, reflecting on the vibrant energy of both the crowd and the artists. One standout memory was collaborating with Stufish, who, despite their generally larger projects, embraced the festival’s unique concept. “They came to Fano, fell in love with the city, and we built a really beautiful relationship,” Luca noted with enthusiasm.
The first edition was a learning curve for Luca, who humorously admitted to knowing little about the music industry. “I started this festival without even knowing what an artist rider was,” he laughed, acknowledging that this ignorance might have helped them approach the project with fresh eyes.
Enhancements for 2026: Keeping What Matters
For 2026, considerable enhancements are on the horizon — production quality will be elevated, with stages designed to deliver more immersive experiences. However, Luca emphasized that the festival’s soul remains unchanged. “Adriatic Sound was never meant to be just another lineup poster,” he asserted. Their aim is to create an experience that connects deeply with attendees, encouraging them to explore the festival world rather than focus solely on individual artists.
The Intersection of Football and Music
Luca’s transition from professional footballer to festival creator is fascinating. Music played a background role during his football career, but it wasn’t until disillusionment with the sport began to set in that he seriously considered a change. “The politics, the agents, and the business side… it started to take away the joy,” he explained.
His love for music, paired with encouragement from his best friend and now business partner, Nicolò, prompted him to pursue this new venture. “One day, I was looking at the Fano airport and thought, ‘This would be an incredible place for a festival,’” Luca revealed, despite initial skepticism from friends who doubted his organizational skills.
Overcoming Challenges
The challenges in launching the Adriatic Sound Festival were significant. Convincing people that Fano could host an international music event was daunting. “We had to convince artists, agencies, partners, and investors that this vision was real,” Luca admitted. The authenticity of their project became a crucial asset, helping them establish credibility even without industry ties.
Learning the ropes of the music business often felt like climbing uphill, but Luca’s passion drove him to quickly acquire knowledge and adapt.
A Unique Festival Identity
What sets the Adriatic Sound Festival apart? According to Luca, it’s all about the passion and meticulous attention to detail from everyone involved. “Our marketing team, our creative team, and everyone spends hours discussing the smallest details,” he shared.
Rooting the festival in Fano’s rich history, Roman architecture, and the surrounding natural beauty has created a unique atmosphere that merges culture with music. “It’s not just music,” he emphasized. “It’s a place where history, architecture, and culture meet electronic music.”
Crafting a Memorable Experience
At Adriatic Sound, attendees will immerse themselves in a world designed to evoke emotion and connection. “When you arrive, you’re not just entering a festival—you’re entering an experience inspired by Roman history and electronic music culture,” Luca explained.
Moreover, the festival fosters a sense of community, emphasizing that every attendee—whether they’re a headliner or an early performer—is treated as part of the family. “That sense of community is very important to us,” he concluded.
Excitement for the 2026 Lineup
With hints of a carefully curated 2026 lineup, Luca expressed pride in selecting artists who align with Adriatic Sound’s vision. This year’s production promises to be more ambitious, with immersive storytelling taking center stage.
As the excitement builds for the upcoming festival, Luca left fans and potential attendees with an open invitation: “If you’re thinking about coming, just know that you’re not only coming to a festival — you’re becoming part of a story that’s only just beginning.”
With its unique blend of culture, community, and a love for music, the Adriatic Sound Festival is poised to secure its place on the global electronic music map, and Luca Lewis is determined to make it an unforgettable experience for years to come.
